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Handy (Jam) Organization[Frigidaire Imperial Line] (1956)

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Promotional film for Frigidaire dealers showing features of the new Imperial Line of refrigerators.


This movie is part of the collection: Prelinger Archives

Producer: Handy (Jam) Organization
Sponsor: Frigidaire Division, General Motors Corporation
Audio/Visual: Sd, C
Keywords: Houses and homes: Kitchens: Refrigerators; Appliances: Sales; Advertising: In-house

Creative Commons license: Public Domain


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Reviews
Average Rating: 3.71 out of 5 stars3.71 out of 5 stars3.71 out of 5 stars3.71 out of 5 stars

Reviewer: JayKay49 - 2.00 out of 5 stars2.00 out of 5 stars - December 26, 2012
Subject: Butt Ugly
In 1957 we got a "Hudson" brand refrigerator which I'm sure was cheaper than a fridgidaire. It was nowhere near as corny looking as this lineup. The ranges especially have ugly front doors - but that instrument panel does look like a lot of fun. The knotty pine in the one kitchen plan looks like someone got fingerprints all over the cabinets -horrible depiction.

The "Cold Pantry" model has ice cube trays stored onder the frozen food basket. I can imagine after one puts not yet frozen ckicken in that lower basket the blood will drip down and give ya chicken blood ice cubes. How nice.

Depressing. Could hardly sit through this whole thing. Most butt ugley appliances I can imagine being for sale even in 1957.

Reviewer: unzar - 2.00 out of 5 stars2.00 out of 5 stars - January 9, 2007
Subject: Over the top appliance ad
The Golden Age of Orchestras is showcased here where even appliances get the "Gone With the Wind" treatment. The "Price is Right" models do an outstanding job of fanning the goods. Mind numbing after a few minutes.

Reviewer: Marysz - 3.00 out of 5 stars3.00 out of 5 stars3.00 out of 5 stars - November 9, 2005
Subject: "Every Customer is a Queen"
On a darkened stage, a woman unenthusiastically demonstrates the features of Frigidaire Imperial Line stoves, washer/dryers and refrigerators while a crass male announcer spells out their "thinking-est" features in numbing detail. The Imperial Stove has a "Brain Center" with a Simplimatic dial as well as a Miraculous Miracle Filter and Magical Deep-Well Cooking feature. The Plan-a-Door Imperial Refrigerators feature separate freezers and pull-out shelves, new features for 1957. This is a film made for salesmen, and announcer boasts that the Imperial line will be "exciting to show and exciting to sell!" But the woman's cursory interest in the Imperial Line gives the show away. She incuriously runs her hand across the Imperial line appliances and languidly demonstrates virtues of the Plan-a-DoorÂs improved ice cube trays. The announcer boasts that the Imperial Line will Âfulfill a womanÂs fondest dreams, but this woman seems bored and unsatisfied. SheÂs certainly in no hurry to use any of the appliances. By the end of this (interminable) film, her disinterest is appropriately subversive. The boxy appliances lined up on a black stage and the listless female demonstrator call into question the domesticity the appliances represent.

Reviewer: dc8ray - 5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars - November 20, 2004
Subject: A cool look at retro tech
Fun to watch (maybe not for 20 minutes). Some good ideas, like the oven with the double doors and the verical temp guages (something the airline industry went to 20 years ago). As a kid in the 60's, we had a Frigidair refridge with the automatic, ejecting ice trays and I don't remember them working quite so well. A must see if you like this sort of stuff.

Reviewer: Spuzz - 4.00 out of 5 stars4.00 out of 5 stars4.00 out of 5 stars4.00 out of 5 stars - November 16, 2004
Subject: Fridge Porn
In the middle of this short for Fridgidaire, the shapely young model goes up to a fridge and.. uh, puts her face to the side of it, and looks orgasmic. So, if a 'Fridgidarian' like yourself (and you know who you are) you'll agree with this scene, and many others like it, as the narrator goes on and on (and on and on) about the new imperial line, and how, despite it's one color, will blend into anything you have. The novel new ideas just keeps coming in this film, I liked the oven side opening doors and the ice cube serving ideas, but the film just goes on far too long, talking about the bold new ideas they've come up with, when all it is is another shelf for the fridge.

Reviewer: smartpatrol - 5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars - November 12, 2004
Subject: Great
How hideous they look today but when released the Imperial line oozed with decadence and style. You would be king of the heap if you owned one of these appliances. Download this beauty and take a trip back in time when style was king...

Reviewer: Wilford B. Wolf - 5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars5.00 out of 5 stars - August 4, 2004
Subject: Attention Frigidairians!
Companion piece to "The Sheer Look", this film aimed at the salesmen takes the weirdness of that film and just ramps it up in another notch.

While the unseen male narrator booms out marketing babble, we are finally told what the "Sheer Look" means with regards to Fridigaire's 1957 Imperial line. At first, the various appliances are shown in sample kitchens, and how they "fulfill every woman's dream."

Next, a woman on a black sound stage demonstrates the various models; two ranges, a washer/dryer set, and four fridgerators/freezers. It is during this section that the marketing speak ramps up to mind-boggling proportions, with every part given a cutesy name. There is also some rather odd features that are emphasizes, such using French doors on the oven of one model, removable heating elements, and hortizonitally stored vegatable tray in the door of one model of refridgerator. Meanwhile, the female model vapidly shows all the features, and the narrator repeatedly states that the target audience is women. You can just hear the emphasis in his voice when he uses the female pronoun.

A must see for an over the top example of 1950s marketing.

Shotlist

PROMOTES NEW FRIGIDAIRE IMPERIAL LINE OF REFRIGERATORS.


SEX ROLES MODELS ACTRESSES PRODUCTS FOOD STORAGE PREPARATION FANTASY SURREALISM FRIGIDAIRE APPLIANCES REFRIGERATORS OVENS STOVES KITCHENS COOKING FOOD HOUSEWORK WOMEN HOUSES HOMES LABOR SAVING DEVICES
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